Connecting digital channels to consumers' purchase decision-making process in online stores
This research establishes the relationship between the digital channels that organizations
use to communicate with their audience and the stages of the consumer buying decision …
use to communicate with their audience and the stages of the consumer buying decision …
Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study
Social media are increasingly popular for delivering branded content to consumers
worldwide. A central task for researchers is to understand what consumer brand-related …
worldwide. A central task for researchers is to understand what consumer brand-related …
Mirroring digital content marketing framework: capturing providers' perspectives through stimuli assessment and behavioural engagement response
Purpose This study aims to propose a novel mirroring digital content marketing (MDCM)
framework that extends the current consumer-based digital content marketing (DCM) …
framework that extends the current consumer-based digital content marketing (DCM) …
How to improve e-mail click-through rates–A national culture approach
Assessing e-mail marketing effectiveness is challenging. Prior to achieving the main goal of
sales conversion, an intermediate objective of e-mail campaigns is to capture the recipient's …
sales conversion, an intermediate objective of e-mail campaigns is to capture the recipient's …
May I have your attention, please? An investigation on opening effectiveness in e-mail marketing
Academic research has yet to provide a comprehensive view on how to capture individuals'
attention when a promotional e-mail reaches their inbox. This study investigates the …
attention when a promotional e-mail reaches their inbox. This study investigates the …
Personalized subject lines in email marketing
L Defau, A Zauner - Marketing Letters, 2023 - Springer
In the academic literature, there is a growing stream of publications that address how
companies can use insights from behavioral economics in marketing. However, often the …
companies can use insights from behavioral economics in marketing. However, often the …
Going solo and feeling smart? An exploratory study on shoppers' time valuation and cultural perception
Purpose The advent of digitalization and the trend of social distancing coincide with the
individualized lifestyle that is emerging among contemporary shoppers. This study explores …
individualized lifestyle that is emerging among contemporary shoppers. This study explores …
Drivers of e-newsletter engagement in the academia in the post-conflict region
The aim of this study is to investigate how various elements of digital content impact the
behavioural engagement of the content's users in the setting of Southeast Europe, which …
behavioural engagement of the content's users in the setting of Southeast Europe, which …
[BOOK][B] Customer engagement across social media platforms: a uses and gratifications perspective
CA Buzeta Riquelme - 2021 - repository.uantwerpen.be
The rise of social media has dramatically impacted how individuals experience the digital
world. They interact, express, share and create content about anything on social media …
world. They interact, express, share and create content about anything on social media …
How to Improve the Performance of Email Marketing Campaigns? A Field Experiment Using the Authority Principle to Improve Email Performance
L Defau, A Zauner, A Sycik - Review of Marketing Science, 2023 - degruyter.com
In marketing, authority figures are often used to convince the audience: think of the doctor in
the white coat or the professor recommending a product. Some of these techniques can be …
the white coat or the professor recommending a product. Some of these techniques can be …